At this stage, it can be observed that the European Union's lack of clarity regarding the definition of deepfakes poses significant challenges for the retail sector. Eurocommerce, representing major brands like Amazon and H&M, advocates for exemptions for AI-generated advertisements from the transparency requirements of the EU AI Act. They argue that an AI-generated image of a living room used for marketing a sofa should not be classified as a deepfake. This perspective is particularly relevant as Zalando reports that 90 percent of its marketing content is already AI-generated. In this context, it is important to note that a nuanced understanding of deepfakes is essential for effective regulation. A final assessment would be premature at this point, as the implications of such definitions could reshape advertising practices and consumer trust in the digital marketplace.